In this age of social media marketing, one can easily overlook the importance of email marketing strategy. Recently, most people prefer using social media sites such as Facebook and Twitter as marketing tools for their business. Therefore, with the advent of social media most businesses have underutilized the power of email marketing. When used correctly, email marketing can be very beneficial to your business. Here are Dos and Don’ts of an email marketing campaign;

DOs of email marketing

Do start with a personalized message

An email that starts with a personalized message can lead to a higher click through rate than a generic email. Addressing the recipients by their names is one way of personalizing the message. However, if you don’t have the names in your database, use a default greeting that is relevant to your customers. Personalized messages tend to receive more attention as compared to general messages.

Do keep the message short and concise

Email marketing is all about getting to the point. Be considerate and remember that your recipients have many emails to read. It is also important to stick to one topic and not highlight dozens of offers. If you want to highlight more than one topic in your email, send each topic on a different email.

Do make your subject line tempting

The subject line represents the headline of your story. The catchy subject line will grab the recipients attention, however, you should keep your subject line to 50 characters or less.

Do include call to action

Email marketing is very efficient if the email is compelling to the customers. A call to action in your email can include a wide range of offers after the customers click on a link. However, creating a call to action needs a lot of creativity to avoid losing credibility.

Do make subscription easy

For a successful email marketing, it is important to make the process of subscription easy and straightforward. Email that has hidden means of signing up does not have any impact.

Do include multiple contact options

This will provide flexibility to your customers and encourage more engagement. You should consider linking your email, Twitter and/or Facebook page. Moreover, providing a toll-free number is an excellent way to provide additional support hence gaining trust from your customers.

Do use email marketing to reclaim former customers

If a client stops using your services, sending an email is an effective way of addressing and improving complaints that caused the customers and clients to abandon you.

DON’Ts of email marketing

Don’t send emails without testing them

Before sending out any email to your customers, it is important to send out a test mail to check if it looks good on all platforms such as desktops and smartphones. This will save you from the embarrassment of sending an improper email to your customers.

Don’t spam

You should remember that it is illegal to send emails to anyone who has not given you permission to contact them. Spamming can affect your reputation and brand hence making you look desperate.

Don’t make empty promises

If you are using email marketing strategy to lure customers, then promise what you can deliver. Do not tempt the customers with an email full of amazing offers only to give them nothing.

Don’t use a lot of graphics in your email

Consider sending your clients an email in plain text. Although it may not look appealing, it portrays some intimacy of a personal message.

Don’t’ complicate the process of unsubscribing

There will be times when customers want to unsubscribe from receiving your emails due to various reasons. As you would like the process of subscribing to be easy, the process of unsubscribing should also be easy. Most definitely, you will not want to make the customer angry because they spend more than 15 minutes unsubscribing. You should note that customers unsubscribing does not mean they will not come back again.

Don’t abuse the email marketing campaign

Email marketing is one of the easiest tools to use, but it is also one of the easiest to abuse. You may become tempted to send emails to your customers on a regular basis. Don’t use the email marketing tool more than twice a week unless there is a justifiable need to do so.

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